Apple TV+ rebrands with a fresh look ahead of new streaming releases

Apple TV+ has a fresh new look and a new name that might leave you scratching your head a bit. The tech giant recently announced the rebranding of its streaming service alongside the release of the highly anticipated 2025 blockbuster F1 The Movie, set to hit the platform on December 12th.

In a surprising move, Apple has decided to drop the familiar “+” from its streaming service, now simply calling it Apple TV. While this change gives it a sleeker appearance, it also adds a layer of confusion when navigating Apple’s various streaming offerings. Now, when you hear Apple TV, it could refer to the streaming service, the digital store where you can purchase or rent content, or the streaming box connected to your TV via HDMI.

Users who have updated their Apple TV 4K to the tvOS 26.1 beta software have already started to notice the new branding with a colorful app icon, replacing the previous monochromatic design. This fresh look has also made its way to Apple’s streaming press site, signaling a shift in the service’s visual identity.

The reason behind Apple’s rebranding remains unclear, but rumors of a new Apple TV 4K streamer in the works add more intrigue to this change. Whether this shift is paving the way for new hardware or simply a visual update, it’s clear that Apple is keeping us on our toes.

For those looking for streaming options, be sure to read our full Apple TV+ review and check out our review of the Apple TV 4K (2022). And if you’re in the market for more streaming services, explore our list of the best ones for movies and TV shows.